Will it crash my computer?
The attachment / flash-object / animated .gif are enemies of the elderly desktops and servers local media has to deal with.
So what should a press release going to conventional media look like?
1. No attachments.
Don't send pictures to a radio station unless they're requested by the website and then tiny images please. Don't send video to a print outlet, but do tell them it's available.
2. NO ATTACHMENTS; ARE YOU LISTENING TO ME?
That includes images in your signature. We know who you are, stop pressing the point.
3. A PDF IS AN ATTACHMENT, DEAR LORD WHAT IS WRONG WITH YOU?
Lovely as the flyer may be, it's just killed all my other programmes.
4. One screen please.
If you don't put the important bit at the top of the screen then you won't get featured. A newsroom may have 15% fewer staff than last week with a 15% increase in email traffic as everyone tries to get noticed. Journalists don't have time to scroll. If it doesn't engage in the size of a preview panel it gets deleted.
5. Minimal Linking.
As with attachments, if I have to go off to another site then I'm going to be a bit worried that wherever I go will kill everything else. If you need to link to something make it nice and text heavy and NOT a PDF link that will want to download and cause a Blue Screen Of Death.
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